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Publication

Market Report: Romania

The annual guide to the global live entertainment ticketing business
Click the interactive map below to explore the top 40 global markets

Romania may still be in its relative infancy as a live entertainment market, but fans there are passionate. “Romanians are art and music lovers – they buy a lot of merch, sometimes all the merch, and know all the songs and lyrics,” says Emil Ionescu, managing director of BestMusic Live Concerts.

“What we need here to grow is a little more help from the local authorities, and for people to learn that music educates the brain – art and culture are essential for a healthy mind.” And things are improving – he notes the market has tripled in size over the last ten years.

 

PRIMARY TICKETING

There are a few ticketing systems but Iabilet.ro is one of the leading ticket agencies. It works with 3,000 promoters and institutions domestically and internationally. Other players include Eventim, Bilet.ro, and MyTicket.

 

DISTRIBUTION OF SALES

In 2012, Ionescu notes that e-tickets were “10% of the market – now they are 99% because we educated the market and eradicated print-at-home. We have over 600,000 downloads of our app.”

In 2012, Ionescu notes that e-tickets were “10% of the market – now they are 99% because we educated the market and eradicated print-at-home”

They are also planning to eliminate paper tickets completely next year, in part thanks to some neat innovation: “Last month, we started giving promoters and organisers a new tool for selling tickets at the door via text message from a phone, so they could dump their printers.”

 

CULTURAL ANALYSIS

Ionescu estimates the live music market to be worth around €250m, and while only 15% of shows are international artists, they make 50% of that revenue. But there’s another issue. “Unfortunately, free shows funded by local authorities are still a big thing here, and that’s killing showbusiness. Fans tend to go there instead of paying for tickets, so without those – there are a few hundred each month – revenue would go way up.”

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